Open AccessImpact of Perceived CSR on Brand Equity through Brand Admiration and Customer Advocacy Behaviour: Moderating Role of Brand Attitude and Customer Loyalty
Author(s) -
Mashari Mahmood,
Amiazi,
Waheed Asghar,
Mujahid Hussain
Publication year - 2021
Publication title -
sustainable business and society in emerging economies
Language(s) - English
Resource type - Journals
eISSN - 2708-2504
pISSN - 2708-2172
DOI - 10.26710/sbsee.v3i3.1886
Subject(s) - admiration , brand equity , brand loyalty , marketing , corporate social responsibility , originality , business , loyalty business model , brand awareness , loyalty , likert scale , brand management , advertising , novelty , psychology , social psychology , public relations , service quality , political science , developmental psychology , creativity , service (business)
This study intends to explore the positive impact of perceived Corporate Social Responsibility (CSR) on brand equity with respect to behaviors and emotions. The motive behind this study was to examine the sequential mediating role of emotion of brand admiration and customer advocacy behavior between perceived CSR and brand equity. Moderators of brand attitude and customer loyalty were also explored in this study. Quantitative research method has been adapted for this study. A questionnaire with 5-point likert scale was adopted from existing scholarly work to collect data from 364 customers of 5 food production companies placed in Pakistan. Collected data were analyzed with the help of SPSS and Smart PLS3 through Structural Equation Modeling (SEM) technique. Results show that brand admiration and customer advocacy behavior significantly mediate the relationship of perceived CSR and brand equity. Moreover, moderating role of brand attitude and customer loyalty was found positive and significant. This was the novelty of this research. This research will be helpful for food production companies in Pakistan to formulate strong customer-brand relationships in order tostrengthen their brand equity by effectively positioning their CSR practices into the minds of consumers.